Brand Refresh
Caitlin McCracken Knitwear.
Partnering with a small business evolving from handmade crafts to luxury knitwear, the project focused on creating a refined visual identity that captures this transformation and instills trust and aspiration in its audience.
Process & ideation
I began by building a mood board, taking inspiration from Irish industry, mechanical elements, and the natural landscape.
I sketched quick ideas, and chose the best to develop further for feedback. I explored the idea of a word-mark formed into a ‘V’ shape to imitate a stitch shape. Other ideas included a cross-stitch typeface, a Celtic knot icon (representing the long lasting nature of the product), and a hourglass illustration.
The client favoured the flowing type, so we refined that direction, developing illustration, iconography, and a warm, cosy colour palette - balanced with green to reflect the brand’s eco-conscious values. We also incorporated the shepherds crook idea into the icon, to reinforce the perception of quality and care.
